APAC

The Quest for the Chocovore Idol

2014

We delivered Kellogg’s Krave’s biggest ever on-pack and ATL promotion: a pan European, multi- touch point campaign designed to blend virtual and real worlds and engage a core teen audience, by leveraging the power of mobile gaming.

We redefined the client’s traditional communications model, moving away from engaging the target audience around an advertising idea to advertising an engagement idea.

The campaign was a truly integrated Dentsu Aegis Network effort, bringing together Carat and Isobar in a real demonstration of the power of collective expertise to enable stronger, more integrated consumer experiences across multiple touch points and platforms with multiple media partners.

UK

The Brief

The teenage audience is vital to chocolate cereal Krave, a brand that exists to feed their voracious appetites.

After years of growth, penetration of Krave was plateauing in the core markets of the UK and France. Krave needed to re-engage with a tricky teen audience who don’t think cereals are “cool”.

Previous local market campaign analysis showed that teens respond well to instant gratification and rewards. But they are generally less engaged with cereal brands compared to other categories. To build stronger engagement, we had to go beyond simple giveaways and prizes.

Internal consumer data also showed that teens were constantly on their mobile phones and had a passion for gaming. We found that they felt a strong affinity with MTV and that the channel’s audience over-indexed on ownership of smartphones, use of apps, activity on social media and openness to brands.

Armed with strong insights on teens and gaming, we pinpointed Pitfall!, one of the world’s biggest free mobile play apps with more than 10m downloads globally, as the highly addictive and popular engagement platform around which we would build our strategy.

Using the platform of the Krave brand story ‘the never ending pursuit of chocolate’ as our start point, we developed a unique fictional quest with which to engage our European teens.

We identified two key partners, Activision and MTV, who could deliver the scale, expertise and credibility to implement an ambitious digital to real-world adventure, Krave’s first pan- euro activation.

Solution

Activision integrated the Krave world into Pitfall!, delivering a fully immersive branded experience. ‘The Quest for the Chocovore Idol’ invited teens to find a golden idol within the re-skinned version of Pitfall! Once they had completed the game, they were then offered the chance to play for real and win L10,000 at a VIP event hosted by MTV in Malta – taking the quest beyond the realm of the digital world, expanding it seamlessly into the real one.

All touchpoints – including Krave packs, TV, digital, social, search, PR and in-market gaming vloggers – simultaneously drove teens to download the game. MTV’s owned channels were all used to extend the message’s reach and credibility, and their production and project experts developed exclusive co-branded content.

Local media was planned and bought across five markets – the UK, France, Italy, Spain and Belgium. Digital and mobile was up-weighted and a robust optimisation tracking and measurement process was put in place to ensure buying efficiency, maximum downloads and central visibility over local activity.

The application launched on a Thursday, capitalising on weekend peak download patterns, with media front-weighted to drive downloads in the first two weeks. Flights of 6-8 weeks of TV, digital and mobile, plus on-going paid social, were deployed to stem download drop-off rate, and improve app chart placements.

Four teams of teens from the UK, Belgium, France and Spain took part in the prize event in Malta, and a full MTV shoot delivered content that was edited and translated into eight languages for distribution on MTV and Krave owned channels. This was also seeded digitally to thank and reward teens for their participation and celebrate the finale of the competition.